I was contacted by Settecento 5 years ago to take care of the brand communication and to introduce a new collection that would allow the brand to present itself on the market in a contemporary way, but at the same time suitable for the vast audience it addresses.

BRANDING

I wanted to meet the company to understand what were the historical and most identity points on which to focus the rebranding activity. At the end of this process, the most recurring element in Settecento’s products and research was the theme of “handmade” or at least of research developed through plaster processing, semi-artisanal aspects of products and so on… It seemed entirely natural to me, therefore, to highlight the weight of artisanal research within a path in which industrialization became only the last link to make a product with an artisanal taste an industrial product.

manifattura ma-ni-fat-tù-ra s.f.

The complex of processing a raw material, depending on its transformation, by hand or machine, into consumer goods.

ceramica ce-rà-mi-ca s.f.

Plastic material consisting of clay, clay, kaolin kneaded with water, which firing in special ovens gives compactness and rigidity.

PRODUCT DESIGN

MATTER

I wanted the first Settecento collection to embody the founding elements of the brand, namely the material aspect and artisanal research.
I wanted to restore ceramics to its original value by working on some plastic themes and very rich and warm materials.
Imperfection was sought through the production of a series of plaster casts until an harmony was reached in the relationship between different colors and textures.

RIGA

For the second collection I chose to focus on a single very simple thought and seek its richness and complexity. RIGA thus becomes the texture of a floor plate that through an imperfect bas-relief expresses its materiality. Riga is a manually engraved bar which, once filled, turns into an infinite sequence of irregular segments. RIGA is the sign that stucco leaves in the bar’s incisions.

COMUNICAZIONE

I worked on designing photo sets in order to confer greater contemporaneity while preserving the material quality of the product. I wanted the new identity of the brand to be represented also by suggestive images that would become a kind of fil-rouge throughout communication.
I thought of combining some shots of sets with some shots in which material research was represented together with a sign that referred to the brand’s pay-off. I chose to use themes dear to wabi-sabi aesthetics for which time passing is conceived as value and not vice versa.
Thus, within Settecento’s language, images of dried vegetable matter appear, very graphic and powerful.

visual concept

This year Settecento has decided to create a brand division that includes a series of free design researches, but always linked to the theme of craftsmanship.

I have selected some designers whose work was somehow connected to themes related to matter to investigate in different ways the potential of ceramic surfaces..

Cersaie 2022 was an opportunity to launch the new division together with the first 2 collections: Àguas by Diego Vencato and Sassoscritto by Duccio Maria Gambi

Àguas by Diego Vencato

Sassoscritto by Duccio Maria gambi.